Hanging bikes in cellar

I've been thinking of getting some wall mounted hooks for the cellar to hang the bikes by to make them easier to get at.

The house is old and I'm not sure how crumbly (!?) the masonry in the cellar will be so not sure about installing rawlplugs or those expanding bolt things for each hook individually. Maybe it would be better to attach a length of timber along the wall, fixed in maybe 4 places, on to which to mount the bike hooks?

Does anyone have any experience of mounting these to cellar walls? Pictures would be fantastic.